Episode 7, How Not to Run an Online Bookstore: The Branding Workshop
In 2003, Paula Berinstein and her husband did a really stupid thing: they started an online bookstore. In 2004, humiliated and a great deal poorer (but wiser), they closed it. In episode 7 of "How Not to Run an Online Bookstore," Paula talks about the crazy branding workshop she thought might help save her business, including: * How she ended up going to the workshop in the first place * Why branding is important * What sorts of people attended, and why she had trouble talking to them * What she found helpful about the workshop, and what almost made her run screaming * What she discovered about herself at the workshop * What her final branding statement looked like * What was helpful about the experience, and what ultimately didn't matter.